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Published on .

Coca-Cola Co. plans to launch a new not-from-concentrate orange juice in Northeast markets this May to compete with rival PepsiCo's leading Tropicana Pure Premium brand and has named Doner to handle the advertising.

The new Simply Orange brand, marketed under a separate Minute Maid Co. unit dubbed the Simply Orange Juice Co., will be positioned as an affordable alternative to fresh-squeezed orange juice and packaged in clear plastic carafes.

For more on this story, see related feature.

Copyright March 2001, Crain Communications Inc.

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